奢侈品牌COACH在奥特莱斯中市场营销策略分析.docVIP

奢侈品牌COACH在奥特莱斯中的市场营销策略分析 第一章关于奢侈品的基础概念 1.1奢侈品的定义 1.2奢侈品品牌价值 1.3奢侈品的营销渠道 1.4 国外自有奢侈品品牌的现状 1.5我国皮具零售业市场现状 第二章奥特莱斯的含义 2.1奥特莱斯的介绍 2.2奥特莱斯的特点 2.3定位 2.4目标 第三章COACH奢侈品品牌 3.1品牌介绍 3.2品牌现状 3.3COACH在中国的销售情况 3.4CHACH在中国的发展前景 第四章COACH品牌的SWOT分析 4.1COACH品牌的优势 4.2COACH品牌的劣势 4.3机会 4.4挑战 第五章 COACH现有营销策略存在的问题 5.1.现有营销策略达到的效果 5.2.COACH现有营销策略的不足 5.3加强商品质量管理 第六章 COACH在奥特莱斯中的策略分析 6.1价格策略 6.2产品策略 6.3广告策略 6.4服务策略 结论 参考文献 摘要 随着经济与社会的发展，中国的奢侈品行业正处于发展的重要关头，一方面国民收入的增加为奢侈品行业在国内的发展提供了经济条件，但内部竞争加大、国家实行的税收政策、经济出现下行趋势等也给了奢侈品行业的发展带来了巨大的压力。 本文首先总体介绍了我国奢侈品市场的现状和发展趋势，对我国奢侈品行业的营销渠道和发展状况加以论述，介绍我国奢侈品市场的大体情况。通过实地调查、网上查阅资料等得出资料数据后，运用SWOT分析法对COACH这一奢侈品品牌进行分析，然后分析其营销渠道和政策，对其中所产生和存在的问题进行分析。在此基础上，结合COACH自身实际情况，提出其在奥特莱斯的营销渠道和策略。希望通过本文的研究和探讨，解决COACH面临的窘境，带动整个该品牌的全面发展。 关键词：奢侈品 COACH奥特莱斯营销渠道 Abstract With the economic and social development, Chinas luxury goods industry is at an important juncture of development, on the one hand, the increase in national income provides the luxury goods industry in the development of domestic economic conditions, but the internal competition increase, the state practices the tax policy, economic downward trend and so on also to the development of the luxury goods industry has brought great pressure. This paper overall introduces the status quo and development trend of luxury market in our country, the luxury goods industry in China and development situation of the marketing channel, this paper introduces the general situation of the luxury goods market in China. Through on-the-spot investigation, online access to information data, using the method of SWOT to COACH the luxury brand is analyzed, and then analyzes the marketing channel and policy, on which and the analysis of existing problems. On this basis, combined with the actual situation, COACH, puts forward the marketing channels and tactics in the outlet. Hope that through this article studied and discussed to solve the dilemma facing the COACH, lead to the all-round development of the brand as a whole. 第一章关于奢侈品的基础概念 1.1奢侈品的定义